Time-based tracking of social lift

ABSTRACT

Various of the disclosed embodiments concern systems and methods for tracking virality and social lift of media content. In some embodiments, an analytics engine creates and tags URLs to media content using generation codes, time codes, or both. The codes and their respective values allow the analytics engine to determine whether trends or patterns exist in how media content is viewed and shared. The generation codes and time codes can be used instead of, or in addition to, conventional UTM codes. The generation code, time code, or both, can be used to determine which segments (e.g., generations, time periods) of viewers generate a profit, subsequent viewers, etc. For example, the analytics engine can determine when an advertising campaign for a piece of media content should be terminated, rather than simply indicating whether the campaign should continue.

FIELD OF THE INVENTION

Various embodiments relate generally to tracking virality of mediacontent. More specifically, various embodiments relate to analyticssystems and methods for analyzing sharing habits and viewing patterns ofmedia content.

BACKGROUND

The demand for media content, both interactive and static, that isreadily available and easily shareable has increased due to theincreased popularity of social media platforms such as Facebook® andTwitter®. A content host (e.g., website owner) can generate and/or storemedia content, such as stories, videos, and quizzes, that are to beaccessed by viewers. In some instances the content host pays foradvertisements in an effort to increase viewership of a particular pieceof content. For example, the content host might pay a socialmedia/networking platform or a search engine (e.g., Google®) toadvertise a quiz using static or dynamic ads, banner ads, text ads, etc.A successful advertising campaign boosts viewership (i.e., increase thenumber of viewers) for the particular piece of content.

Traditionally, the content provider has been able to track at least someviewer characteristics using Urchin Traffic Monitor (UTM) codes. But UTMcodes are limited in their ability to provide granular data from whichnuanced viewing and sharing patterns can be discovered. For example, UTMcodes are limited in their ability to measure viewer characteristicsthat can be used to determine success of an advertising campaign, trackviewing and sharing measurements that affect virality, and compare thevirality of multiple pieces of media content. But this information canaffect how decisions are made by content providers, content hosts,sponsors (e.g., of a piece or type of media content), advertisers, etc.

BRIEF DESCRIPTION OF THE DRAWINGS

These and other objects, features, and characteristics will become moreapparent to those skilled in the art from a study of the followingDetailed Description in conjunction with the appended claims anddrawings, all of which form a part of this specification. While theaccompanying drawings include illustrations of various embodiments, thedrawings are not intended to limit the claimed subject matter.

FIG. 1 is a generalized block diagram depicting certain components in asystem for tracking virality of media content across generations inaccordance with various embodiments.

FIG. 2 includes a table that separates viewers of a piece of mediacontent by generation according to various embodiments.

FIG. 3 is a generalized block diagram depicting certain components in asystem for tracking virality of media content over time in accordancewith various embodiments.

FIG. 4 includes a table that separates viewers of a piece of mediacontent by generation and sharing date as may occur in some embodiments.

FIG. 5 depicts a lookup database that is searchable by unique identifierin accordance with some embodiments.

FIG. 6 includes a chart depicting viewer count across multiplegenerations for a single piece of media content according to variousembodiments.

FIG. 7 includes a chart that compares viewer count for multiple piecesof media content across generations as may occur in some embodiments.

FIG. 8 includes a chart depicting viewer count for a piece of mediacontent by the sharing date of Gen_0 viewers as may occur in someembodiments.

FIGS. 9-11 are charts as may be generated in accordance with variousembodiments.

FIG. 12 is a flow diagram depicting general steps in a process fortracking virality as may occur in some embodiments.

FIG. 13 is a flow diagram depicting general steps in a process formeasuring virality and more accurately determining social lift as mayoccur in some embodiments.

FIG. 14 is a block diagram illustrating an example of a computing systemin which at least some operations described herein can be implemented.

The figures depict various embodiments described throughout the DetailedDescription for purposes of illustration only. While specificembodiments have been shown by way of example in the drawings and aredescribed in detail below, the invention is amenable to variousmodifications and alternative forms. The intention, however, is not tolimit the invention to the particular embodiments described.Accordingly, the claimed subject matter is intended to cover allmodifications, equivalents, and alternatives falling within the scope ofthe invention as defined by the appended claims.

DETAILED DESCRIPTION

Various embodiments are described herein that relate to systems andmethods for tracking virality and social lift of media content. Morespecifically, various embodiments relate to electronic systems andmethods for tagging/coding uniform resource locators (URLs) to mediacontent and determining whether patterns exist in how media content isviewed and shared. “Virality” refers to the tendency of a piece of mediacontent (e.g., image, video, story, quiz) to be circulated rapidly andwidely from one viewer to another.

As will be described in depth below, media content can be shared byviewers or users that transmit URLs or links targeting a particular URLto one another. Oftentimes, links and URLs are shared through socialmedia platforms, such as Facebook® and Twitter®. Social media platformsallow media content to be quickly circulated to a large group ofpotential viewers.

In order to track virality, the URLs can include a generation codeinstead of, or in addition to, conventional Urchin Traffic Monitor (UTM)codes. The generation code can be used to assign a generation value toeach viewer of a piece of media content. Some or all of the viewers canthen be separated by viewing generation. In some embodiments, the URLincludes a time code that can be used by an analytics engine to groupviewers based on when the link was shared. For example, a subset ofviewers could be separated based on when the link is received (i.e.,shared by a Gen_0 viewer). This allows individual viewers to beattributed to a particular day of an advertising campaign or budget.

Tagging URLs with a generation code, a time code, or both, allows theanalytics engine to track viral or social lift across multiplegenerations and/or time period(s). The analytics engine can determinewhich generations or time periods generate a profit, subsequent viewers,etc. For example, the analytics engine can determine whether anadvertising campaign should continue based on the increase or decreasein revenue from more recent viewers.

Traditionally, UTM codes are used to describe attributes of anindividual viewer. However, various embodiments described herein permitsubsequent viewers to “inherit” certain viewing parameters (e.g.,campaign source, date) from previous viewers. Other viewing parameters(e.g., content, term) can continue to be specific to each viewer. Suchembodiments allow for more accurate campaign attribution. Because Gen_1,Gen_2, etc., viewers only exist because of an earlier Gen_0 viewer, itis important to track whether the Gen_0 viewer was attracted via anadvertising campaign at a particular date/time or no campaign at all.

The techniques introduced herein can be embodied as special-purposehardware (e.g., circuitry), as programmable circuitry appropriatelyprogrammed with software and/or firmware, or as a combination ofspecial-purpose and programmable circuitry. Hence, embodiments mayinclude a machine-readable medium having stored thereon instructionsthat may be used to program a computer (or another electronic device) toperform a process. The machine-readable medium may include, but is notlimited to, floppy diskettes, optical disks, compact disk read-onlymemories (CD-ROMs), magneto-optical disks, read-only memories (ROMs),random access memories (RAMs), erasable programmable read-only memories(EEPROMs), magnetic or optical cards, flash memory, or another type ofmedia/machine-readable medium suitable for storing electronicinstructions.

Terminology

Brief definitions of terms, abbreviations, and phrases used throughoutthis application are given below.

Reference in this specification to “one embodiment” or “an embodiment”means that a particular feature, structure, or characteristic describedin connection with the embodiment is included in at least one embodimentof the disclosure. The appearances of the phrase “in one embodiment” invarious places in the specification are not necessarily all referring tothe same embodiment, nor are separate or alternative embodimentsmutually exclusive of other embodiments. Moreover, various features aredescribed that may be exhibited by some embodiments and not by others.Similarly, various requirements are described that may be requirementsfor some embodiments but not others.

Unless the context clearly requires otherwise, throughout thedescription and the claims, the words “comprise,” “comprising,” and thelike are to be construed in an inclusive sense, as opposed to anexclusive or exhaustive sense; that is to say, in the sense of“including, but not limited to.” As used herein, the terms “connected,”“coupled,” or any variant thereof, means any connection or coupling,either direct or indirect, between two or more elements. The coupling orconnection between the elements can be physical, logical, or acombination thereof. For example, two devices may be coupled directly,or via one or more intermediary channels or devices. As another example,devices may be coupled in such a way that information can be passedthere between, while not sharing any physical connection with oneanother. Additionally, the words “herein,” “above,” “below,” and wordsof similar import, when used in this application, shall refer to thisapplication as a whole and not to any particular portions of thisapplication. Where the context permits, words in the DetailedDescription using the singular or plural number may also include theplural or singular number respectively. The word “or,” in reference to alist of two or more items, covers all of the following interpretationsof the word: any of the items in the list, all of the items in the list,and any combination of the items in the list.

If the specification states a component or feature “may,” “can,”“could,” or “might” be included or have a characteristic, thatparticular component or feature is not required to be included or havethe characteristic.

The term “module” refers broadly to software, hardware, or firmwarecomponents (or any combination thereof). Modules are typicallyfunctional components that can generate useful data or another outputusing specified input(s). A module may or may not be self-contained. Anapplication program (also called an “application”) may include one ormore modules, or a module may include one or more application programs.

The terminology used in the Detailed Description is intended to beinterpreted in its broadest reasonable manner, even though it is beingused in conjunction with certain examples. The terms used in thisspecification generally have their ordinary meanings in the art, withinthe context of the disclosure, and in the specific context where eachterm is used. For convenience, certain terms may be highlighted, forexample using capitalization, italics, and/or quotation marks. The useof highlighting has no influence on the scope and meaning of a term; thescope and meaning of a term is the same, in the same context, whether ornot it is highlighted. It will be appreciated that the same element canbe described in more than one way.

Consequently, alternative language and synonyms may be used for any oneor more of the terms discussed herein, but special significance is notto be placed upon whether or not a term is elaborated or discussedherein. A recital of one or more synonyms does not exclude the use ofother synonyms. The use of examples anywhere in this specification,including examples of any terms discussed herein, is illustrative onlyand is not intended to further limit the scope and meaning of thedisclosure or of any exemplified term. Likewise, the disclosure is notlimited to various embodiments given in this specification.

System Topology Overview

FIG. 1 is a generalized block diagram depicting certain components in asystem 100 for tracking virality of media content across generations inaccordance with various embodiments. An analytics engine 102 cangenerate or use URLs and/or selectable links to media content. In someembodiments, the media content is stored locally in database 104. Inother embodiments, the media content is stored remotely in a database108 that is communicatively coupled to the analytics engine 102.

The analytics engine 102 can append one or more desired parameters to aURL to a particular piece of media content 110 a. The pieces of mediacontent 110 a-g depicted by FIG. 1 represent the same piece of mediacontent being viewed by distinct viewers 112, 114 a-b, 116 a-d. Some orall of these viewers may be categorized in different generations (e.g.,viewer 112 in Generation 0, viewers 114 a-b in Generation 1). The URLcan include a generation code having a generation value of “N,” whichrepresents the number of times the particular piece of media content hasbeen shared within a “chain” of viewers. For example, each time aGeneration 0 viewer elects to share a URL, a new chain is created. While“N” is generally an integer value, other numbering and namingconventions may be used. The generation value is typically set to aninitial value (e.g., zero) before the link or URL is shared. Forexample, a URL to a piece of media content (e.g., a quiz) may initiallybe http://www.brainfall.com/quiz/?utm_user_gen=0. Viewers in Generation0 (“Gen_0”) are those viewers that have been gathered organically (e.g.,browsed media content) or were targeted directly by the content host, anadvertising campaign, etc. That is, viewer 112 may naturally find themedia content (e.g., member of organic website traffic), receive the URLdirectly from the content host (e.g., via email promotion), be thetarget of an advertising campaign, etc.

A viewer 112 can access the URL or a link targeting the URL over anetwork 106. The URL and link can be used and hosted by the analyticsengine 102 or another computing system. The network 106 can be, forexample, the Internet, a local area network, a wide area network, or apoint-to-point dial-up connection. As described above, when theanalytics engine 102 initially appends a generation code to the URL, thegeneration value can be set to an initial value (e.g., N=0).

If a Gen_0 viewer 112 subsequently decides to share the URL with others,the generation value of the generation code can be updated (e.g., to“N+1”). For example, the URL to the same piece of media content may beupdated to http://www.brainfall.com/quiz/?utm_user_gen=1. Those viewers114 a-b that follow the URL or link provided by Gen_0 viewer 112 can bedefined as Gen_1 viewers 114 a-b. Similarly, any viewers who follow aURL or link shared by a Gen_1 viewer 114 a-b can be defined as Gen_2viewers 116 a-d.

FIG. 2 includes a table 200 that separates viewers of a piece of mediacontent by generation according to various embodiments. A system, suchas system 100 of FIG. 1, that is capable of generating and/or analyzingURLs that include a generation code can separate viewers of a particularpiece of media content 202 by generation value. Table 200 of FIG. 2illustrates the distribution of viewers across three generations for apiece of media content 202. In some embodiments, the piece of mediacontent 202 is identified by a random unique identifier (ID) or uniquename that allows pieces of media content, and their viewers, to bedistinguished from one another.

As will be further described below with respect to FIGS. 4-5, the tablecan include other values, such as generation name 204, generationcode/value 206, and total viewer count 208 within each generation.Trends (e.g., increases, decreases) or patterns in the total viewercount 208 can be analyzed by an analytics engine or another computingsystem to determine virality and track social lift of the piece of mediacontent 202.

FIG. 3 is a generalized block diagram depicting certain components in asystem 300 for tracking virality of media content over time inaccordance with various embodiments. An analytics engine 302 can use,append, generate, etc., URLs and/or selectable links to media content.The media content can be stored locally in database 304 or in a remotedatabase 308, which is communicatively coupled to the analytics engine302 over a network 306. In some embodiments, local database 304 and/orremote database 308 communicate with the analytics engine 302 over asecured network or private network distinct from the public network usedto distribute URLs and deliver media content to viewers.

The analytics engine 302 can append desired parameters to a URL to apiece of media content, such as a time code 316 that can be used tocategorize viewers based on the time of viewing or sharing. The timecode 316 can be configured to include a time value, date value, or both.While FIG. 3 utilizes specific numbering conventions (utm_date=yy_mm_dd,utm_time=hh_mm_ss), other naming and numbering conventions can also beused. For example, a single time code 316 could be used to communicateboth date and time.

In some embodiments, the URL also includes a generation code. The timevalue, in conjunction with a generation value, can be used for orderingor categorizing some or all of the viewers within a generation. Forexample, an analytics engine 302 can recognize that all Gen_1 viewers314 a-c of FIG. 3 received a link to the piece of media content 310 a-cfrom a Gen_0 viewer on either March 21 (utm_date=15_03_21) or Mar. 22,2015 (utm_date=15_03_22). As described above, the time code 316represents when the viewer's Gen_0 user shared the link.

In some embodiments, the time code 316 is used independently of thegeneration code. For example, the URL shared with Gen_1 viewer 314 a maybe http://www.brainfall.com/quiz/?utm_date=15_03_21. URLs that includetime codes allow a statistical analysis to be performed on groups ofviewers who are classifiable by sharing date. In other embodiments, thetime code 315 is used in conjunction with a generation code. Forexample, the URL for Gen_1 viewer 314 a may behttp://www.brainfall.com/quiz/?utm_user_gen=1&utm_date=15_03_21. Furtheridentifying viewers by generation allows for more granular analytics tobe applied.

FIG. 4 includes a table 400 that separates viewers of a piece of mediacontent by sharing date as may occur in some embodiments. A system, suchas system 300 of FIG. 3, can attribute viewers of a piece of mediacontent to a particular day of an advertising campaign by analyzing whenthe Gen_0 viewer shared the link with other viewers. For example, table400 illustrates the distribution of Gen_1 viewers of a piece of mediacontent 402 by sharing date 404. The table 400 can also include viewingdate, viewing time, etc., in addition to, or instead of, sharing date404. That is, some embodiments append codes/parameters that allow thesystem to track and analyze viewing date, viewing window (e.g., totaltime spent viewing a piece of media content), etc.

The time code allows the system or an administrator to separate viewersby time value(s) associated with viral events, such as sharing orviewing media content. That is, the time codes and time values allow formore rigorous analytics to be applied. In some embodiments, the systemis able to identify viewer count 406 for one or more time periods ordate ranges, calculate the profit generated 408 by those viewers,determine how many subsequent viewers (e.g., Gen_2 viewers) weregenerated by each group, etc. Such measurements can help contentproviders and content hosts determine what media content to advertise,content popularity, advertising campaign profitability, when to begin orterminate an advertising campaign, etc. The analytics systems describedherein can assist an administrator (e.g., content host, advertiser,user) in determining exactly when an advertising campaign should end,rather than simply indicating whether or not the campaign shouldcontinue.

In some instances, a more technical system is employed that generatesunique IDs for viewers or viewing sessions that are stored in a lookupdatabase. FIG. 5 depicts a lookup database 500 that is searchable byunique ID in accordance with some embodiments. Unique IDs could begenerated for individual viewing sessions, rather than for particularviewers. That is, the unique IDs may be completely unrelated to theviewer (e.g., a single viewer who visits a host website multiple timescan cause multiple unique IDs to be generated). Tracking individualviewers may be useful in some instances, but undesirable in otherinstances. The unique ID may also be a Twitter® username, Facebook®username, etc.

In addition to conventional UTM codes that track source, medium, term,content, campaign, etc., the lookup database 500 may also allow viewersto be attributed to specific sources 504 or be traced through previousgenerations 506 of viewers. This allows the system or administrator todetermine which viewers generate profit, are prolific sharers, are morelikely to convert a “share” into a viewer, etc. Such viewers can then bespecifically targeted by the content host/provider or an advertiser inthe future. In some embodiments, the unique IDs are used to generateviral distribution maps that indicate how a piece of media contentspread from Gen_0 to future generations.

The lookup database 500 and unique IDs also allow downstream performanceto be analyzed. For example, the number of subsequent viewers(“children”) originating from a particular viewer (“parent”) can betracked. Consequently, the lookup database 500 can be used to determinewhether a viewer is high-value or low-value. In some embodiments,advertisements, content, etc., can be targeted to those users who areconsidered high-value. The metrics that are collected may be used toalgorithmically make real-time updates to advertising campaigns.

The unique IDs can also be used to determine whether a particular viewershould be added to a retargeting list for future advertising campaigns,content, etc. For example, anonymous users (e.g., those within a privatenetwork) can be identified and targeted in the following way. A uniqueID can be assigned to the anonymous user when accessing the hostwebsite. Generally, the unique ID is stored on the network-accessiblecomputing device (e.g., cellular phone, tablet, computer) used to accessthe website. In some instances the unique ID is stored in a cookie orcookie-like structure. When the anonymous user elects to share a link tothe website, the unique ID is included within the shared link(s) as theparent ID. Whenever the anonymous user (“parent”) returns to thewebsite, downstream performance can be checked by determining how many“children” users were generated. If the parent ID performed well (e.g.,generated a large number of children), it can be added to a retargetinggroup.

FIG. 6 includes a chart 600 depicting viewer count across multiplegenerations for a single piece of media content according to variousembodiments. Using the generation codes and generation values, ananalytics engine or computing system can generate a chart 600 thatvisually summarizes virality, social lift, or analytical results for oneor more pieces of media content. Chart 600 allows total viewer count tobe visually tracked by illustrating increases and decreases inviewership over the viral lifespan of a piece of media content. WhileFIG. 6 presents these measurements as a line chart, other chart typescan also be used such as bar charts, histograms, pie charts, doughnutcharts, bubble charts, heat maps, etc. The virality measurements canalso be provided in other formats (e.g., tables).

In some embodiments, the chart 600 is presented to an administrator or auser by a graphical user interface (GUI). The GUI and analytics enginecan be part of the same computing system or distinct computing systems.For example, analytics engine may be part of a first computing deviceand the GUI may be part of a second computing device. In suchembodiments, the analytics engine can generate analytical results, suchas virality measurements, chart(s), etc., and transmit the analyticalresults to the second computing device over a network. As anotherexample, both the analytics engine and the GUI may be part of the samecomputing device. The computing devices may be a server, a personalcomputer, a tablet, a laptop computer, a personal digital assistant(PDA), a cellular telephone, a smartphone, etc.

FIG. 7 includes a chart 700 that compares viewer count for multiplepieces of media content 702, 704, 706 across generations as may occur insome embodiments. Each piece of media content, which may be a story,quiz, image, video, etc., has a different viral lifespan and peakviewership. For example, some pieces of media content (e.g., piece ofmedia content 702) have longer viral lifespans, which means they areshared across a substantial number of generations, while other pieces ofmedia content (e.g., piece of media content 706) have relatively shortviral lifespans.

Media content can also experience various levels and periods ofpopularity. For example, Gen_0 viewers represent the largest segment ofviewers for piece of media content 702. This may occur if the piece ofmedia content 702 is the subject of an advertising campaign (i.e., manyviewers are targeted directly). The number of viewers may decrease insubsequent generations if viewers in earlier generations (e.g., Gen_0,Gen_1, Gen_2) elect not to share the content or if potential viewerselect not to follow URLs and links that have been shared. As anotherexample, piece of media content 704 experiences a revival in viewershipbeginning at Gen_17. The revival could be due, at least in part, to asingle Gen_17 user that widely shares the piece of media content or ahigher conversion rate (i.e., high proportion of “shares” converted intoviewers).

FIG. 8 includes a chart 800 depicting viewer count for a piece of mediacontent by the sharing date of Gen_0 viewers as may occur in someembodiments. The chart 800 can be generated by an analytics engine(e.g., analytics engine 302 of FIG. 3) or computing system thatgenerates time codes and analyzes their values. Charts can also begenerated by the analytics engine that depict the number ofnext-generation viewers generated, profit generated, etc., for eachsubset of viewers associated with a date or time period. For example,total profit generated can be plotted against sharing date.

FIGS. 9-11 are charts 900, 1000, 1100 as may be generated in accordancewith various embodiments. As described above, the charts can bepresented to an interested party, such as an administrator, user, orclient, through a GUI. In some embodiments, the GUI allows theinterested party to modify the analytic and statistical measurementspresented by selecting one or more pieces of media content, the timerange over which analytics are applied, the statistical measurementsand/or charts to be displayed, etc. The GUI can include both textual andgraphical features. For example, a GUI may be configured to presentresults of statistical analyses in both a table and a chart.

Chart 900 of FIG. 9 compares the total lift of various pieces of mediacontent. Total lift or social lift represents the increase or decreasein total views compared to the previous date or generation. For example,a total lift value of 0.50 represents a 50% increase in the total numberof viewers. A running determination of total lift can be determined forany subset of viewers. FIG. 9, for example, includes all viewers (i.e.,Gen_0+), but could include a more limited subset of viewers (e.g.,Gen_1+ if directly targeted viewers are to be eliminated).

Chart 1000 of FIG. 10 illustrates the total viewer count over athree-day time period for various pieces of media content. The chart1000 can be generated by an analytics engine that is able to create bothgeneration codes and time codes. Similar charts can be created byanalytics engines that generate either of these codes. In someembodiments, multiple viewing generations of a single piece of mediacontent are tracked across a time range. For example, chart 1000 mayindicate some pieces of media content are more popular at certain times,such as early afternoon or late evening. Viewing trends can also becompared for multiple pieces of media content at the same time, as shownin FIG. 10. More specifically, chart 1000 can be used to compare trendsin overall viewership, generation viewer count, sharing, time/dateviewing, etc., for multiple pieces of media content simultaneously. Insome embodiments, two or more generations may be shown on the same axes(e.g., Gen_0 Paid and Gen_1 Paid overlaid on the same graph).

Chart 1100 of FIG. 11 depicts a running sum of Gen_1+ viewers (i.e.,those viewers in generation one and all subsequent generations) againstGen_0 viewers. The slope of each curve represents the relative increaseof viewers that are gathered socially (e.g., by sharing links) versusthose viewers that are organic or have been successfully targeted by anadvertisement. The slope, particularly when the running sum of Gen_0 isrelatively low, may be useful in determining what media content islikely to become viral.

Comparisons that involve later generations (e.g., Gen_4+, Gen_6+) can beuseful in determining true (i.e., unbiased) virality because theseviewers are further removed from direct targeting. However, importantviewing characteristics and financial measurements can come fromcomparing Gen_0 and Gen_1 viewers to other generations. For example, themeasurements may indicate how media content is likely to propagate onceoutside of the base of loyal followers and/or advertising base.

The various charts described above are useful in identifying popularmedia content and successful advertising campaigns as quickly aspossible. Identification of important trends and patterns will typicallybe based on historical trends of successful media content, although thesystems and methods described herein can be used to do this moreeffectively and efficiently.

FIG. 12 is a flow diagram depicting general steps in a process 1200 fortracking virality as may occur in some embodiments. The process 1200 canbe used by an analytics engine or computing system to create generationcodes that allow viewing trends and sharing trends to be tracked acrossgenerations of viewers. At block 1202, a generation code can be createdand/or used that includes an initial generation value. The initialgeneration value may, for example, be an integer value “N.” In someembodiments, the generation value represents the number of times that apiece of media content has been shared prior to being shared with thecurrent viewer. Consequently, the initial generation value may be zero.

At block 1204, a URL to a piece of media content can be tagged with thegeneration code. For example, a URL to a piece of media content (e.g., aquiz) may be tagged with utm_user_gen=0. A viewer can select the URL ora link targeted to the URL to view the media content. If a viewer isdirectly targeted by an advertisement or accesses the URL organically(e.g., by browsing a content website), the viewer will be characterizedas Gen_0. That is, the generation value of the URL is set to the initialvalue (e.g., N=0). At block 1206, the viewer is able to view and sharethe media content with other potential viewers. The viewer may share themedia content by emailing, texting, or sharing (e.g., via social mediaplatforms such as Facebook® and Twitter®) the URL.

At block 1208, the analytics engine or computing system can determinewhether the viewer elected to share the media content. If the viewerdoes not elect to share, no action is taken. However, if the viewer doeselect to share, the generation value is updated, as shown at block 1210.For example, the initial generation of “N” can be updated to “N+1.” Eachtime the URL is subsequently shared, the generation value is updated.The process 1200 can continue so long as the URL to the piece of mediacontent continues to be shared by subsequent viewers.

FIG. 13 is a flow diagram depicting general steps in a process 1300 formeasuring virality and more accurately determining social lift as mayoccur in some embodiments. At block 1302, an analytics engine can use ageneration code that includes a generation value. At block 1304, theanalytics engine can tag or append a URL or a link targeting the URL toa particular piece of media content with the generation code. The URL,which includes the generation code and the generation value, allowsviewer characteristics to be tracked and analyzed. At block 1306, thegeneration value can be set. For example, if potential viewers aredirectly targeted by an advertisement directed toward the URL, thegeneration value may be zero. At block 1308, the viewer can be allowedto share the piece of media content with other viewers. As describedabove, the viewer may elect to share the media content through Twitter®,Facebook®, Instagram®, LinkedIn®, or any other social media/networkingplatform.

At block 1310, the analytics platform can increment the generation valueif the viewer elects to share the media content. The generation valuemay be an integer value that represents the number of number of timesthe media content has been shared within a chain of viewers. In suchembodiments, if the media content has been shared twice, the ensuing URLincludes a generation value of two. At block 1312, some or all of theviewers can be sorted into generations based on their generation values.At block 1314, counts can be generated of the viewers within eachgeneration. The viewer counts are useful in determining virality andsocial lift, among other measurements that impact marketing andadvertising decisions. In some embodiments, the counts are subject tostatistical analysis, the results of which can be textual (e.g., tables)or graphical (e.g., charts) in nature.

One skilled in the art will recognize the example URLs, unique IDs,etc., described herein are intended to be illustrative only. Variousnaming, numbering, and coding conventions could be used. Moreover, aparticular convention (e.g., a lookup database that employsrandomly-generated unique IDs that mask a viewer's identity) may bepreferred in some situations, but undesirable in others. The term “UTMcodes,” meanwhile, has been used throughout the specification todescribe any parameters appended to a link. Other types of parametersand/or methods of appending the parameters could also be used,including, for example, parameters that are encoded and obfuscatedwithin the URL.

FIG. 14 is a block diagram illustrating an example of a computing system1400 in which at least some operations described herein can beimplemented. The computing system may include one or more centralprocessing units (“processors”) 1402, main memory 1406, non-volatilememory 1410, network adapter 1412 (e.g., network interfaces), videodisplay 1418, input/output devices 1420, control device 1422 (e.g.,keyboard and pointing devices), drive unit 1424 including a storagemedium 1426, and signal generation device 1430 that are communicativelyconnected to a bus 1416. The bus 1416 is illustrated as an abstractionthat represents any one or more separate physical buses, point to pointconnections, or both connected by appropriate bridges, adapters, orcontrollers. The bus 1416, therefore, can include, for example, a systembus, a Peripheral Component Interconnect (PCI) bus or PCI-Express bus, aHyperTransport or industry standard architecture (ISA) bus, a smallcomputer system interface (SCSI) bus, a universal serial bus (USB), IIC(I2C) bus, or an Institute of Electrical and Electronics Engineers(IEEE) standard 1394 bus, also called “Firewire.”

In various embodiments, the computing system 1400 operates as astandalone device, although the computing system 1400 may be connected(e.g., wired or wirelessly) to other machines. In a networkeddeployment, the computing system 1400 may operate in the capacity of aserver or a client machine in a client-server network environment, or asa peer machine in a peer-to-peer (or distributed) network environment.

The computing system 1400 may be a server computer, a client computer, apersonal computer, a user device, a tablet, a laptop computer, a PDA, acellular telephone, an iPhone, an iPad, a Blackberry, a processor, atelephone, a web appliance, a network router, switch or bridge, aconsole, a hand-held console, any portable/mobile hand-held device, orany machine capable of executing a set of instructions (sequential orotherwise) that specify actions to be taken by the computing system1400.

While the main memory 1406, non-volatile memory 1410, and storage medium1426 (also called a “machine-readable medium”) are shown to be a singlemedium, the term “machine-readable medium” and “storage medium” shouldbe taken to include a single medium or multiple media (e.g., acentralized or distributed database, and/or associated caches andservers) that store one or more sets of instructions 1428. The term“machine-readable medium” and “storage medium” shall also be taken toinclude any medium that is capable of storing, encoding, or carrying aset of instructions for execution by the computing system and that causethe computing system to perform any one or more of the methodologies ofthe presently disclosed embodiments.

In general, the routines executed to implement the embodiments of thedisclosure, may be implemented as part of an operating system or aspecific application, component, program, object, module or sequence ofinstructions referred to as “computer programs.” The computer programstypically comprise one or more instructions (e.g., instructions 1404,1408, 1428) set at various times in various memory and storage devicesin a computer, and that, when read and executed by one or moreprocessing units or processors 1402, cause the computing system 1400 toperform operations to execute elements involving the various aspects ofthe disclosure.

Moreover, while embodiments have been described in the context of fullyfunctioning computers and computer systems, those skilled in the artwill appreciate that the various embodiments are capable of beingdistributed as a program product in a variety of forms, and that thedisclosure applies equally regardless of the particular type of machineor computer-readable media used to actually effect the distribution.

Further examples of machine-readable storage media, machine-readablemedia, or computer-readable (storage) media include, but are not limitedto, recordable type media such as volatile and non-volatile memorydevices 1410, floppy and other removable disks, hard disk drives,optical disks (e.g., Compact Disk Read-Only Memory (CD ROMS), DigitalVersatile Disks, (DVDs)), and transmission type media such as digitaland analog communication links.

The network adapter 1412 enables the computing system 1400 to mediatedata in a network 1414 with an entity that is external to the computingdevice 1400, through any known and/or convenient communications protocolsupported by the computing system 1400 and the external entity. Thenetwork adapter 1412 can include one or more of a network adaptor card,a wireless network interface card, a router, an access point, a wirelessrouter, a switch, a multilayer switch, a protocol converter, a gateway,a bridge, bridge router, a hub, a digital media receiver, and/or arepeater.

The network adapter 1412 can include a firewall that can, in someembodiments, govern and/or manage permission to access/proxy data in acomputer network, and track varying levels of trust between differentmachines and/or applications. The firewall can be any number of moduleshaving any combination of hardware and/or software components able toenforce a predetermined set of access rights between a particular set ofmachines and applications, machines and machines, and/or applicationsand applications, for example, to regulate the flow of traffic andresource sharing between these varying entities. The firewall mayadditionally manage and/or have access to an access control list whichdetails permissions including for example, the access and operationrights of an object by an individual, a machine, and/or an application,and the circumstances under which the permission rights stand.

Other network security functions can be performed or included in thefunctions of the firewall, can include, but are not limited to,intrusion-prevention, intrusion detection, next-generation firewall,personal firewall, etc.

As indicated above, the techniques introduced here implemented by, forexample, programmable circuitry (e.g., one or more microprocessors),programmed with software and/or firmware, entirely in special-purposehardwired (i.e., non-programmable) circuitry, or in a combination orsuch forms. Special-purpose circuitry can be in the form of, forexample, one or more application-specific integrated circuits (ASICs),programmable logic devices (PLDs), field-programmable gate arrays(FPGAs), etc.

Remarks

The foregoing description of various embodiments of the claimed subjectmatter has been provided for the purposes of illustration anddescription. It is not intended to be exhaustive or to limit the claimedsubject matter to the precise forms disclosed. Many modifications andvariations will be apparent to one skilled in the art. Embodiments werechosen and described in order to best describe the principles of theinvention and its practical applications, thereby enabling othersskilled in the relevant art to understand the claimed subject matter,the various embodiments, and the various modifications that are suitedto the particular uses contemplated.

While embodiments have been described in the context of fullyfunctioning computers and computer systems, those skilled in the artwill appreciate that the various embodiments are capable of beingdistributed as a program product in a variety of forms, and that thedisclosure applies equally regardless of the particular type of machineor computer-readable media used to actually effect the distribution.

Although the above Detailed Description describes certain embodimentsand the best mode contemplated, no matter how detailed the above appearsin text, the embodiments can be practiced in many ways. Details of thesystems and methods may vary considerably in their implementationdetails, while still being encompassed by the specification. As notedabove, particular terminology used when describing certain features oraspects of various embodiments should not be taken to imply that theterminology is being redefined herein to be restricted to any specificcharacteristics, features, or aspects of the invention with which thatterminology is associated. In general, the terms used in the followingclaims should not be construed to limit the invention to the specificembodiments disclosed in the specification, unless those terms areexplicitly defined herein. Accordingly, the actual scope of theinvention encompasses not only the disclosed embodiments, but also allequivalent ways of practicing or implementing the embodiments under theclaims.

The language used in the specification has been principally selected forreadability and instructional purposes, and it may not have beenselected to delineate or circumscribe the inventive subject matter. Itis therefore intended that the scope of the invention be limited not bythis Detailed Description, but rather by any claims that issue on anapplication based hereon. Accordingly, the disclosure of variousembodiments is intended to be illustrative, but not limiting, of thescope of the embodiments, which is set forth in the following claims.

What is claimed is:
 1. A computer-implemented method for determiningadvertising campaign effectiveness, each step performed by a processorof a computing device, the method comprising: allowing a viewer toaccess a piece of media content that is electronically viewable andshareable; enabling the viewer to share the piece of media content bytransmitting a link to a potential viewer; creating a time tracking codethat allows sharing activities involving the piece of media content tobe examined, wherein the time tracking code includes a time value and ageneration value; setting the time value of the time tracking code sothat the time value represents a time at which the viewer elected toshare the piece of media content; appending the time tracking code to aUniform Resource Locator (URL) embedded within the link to the piece ofmedia content; allowing the viewer to share the URL with one or moreother viewers sorting viewers of the piece of media content intogenerations based on the generation value included in the link used byeach viewer to access the piece of media content, wherein the generationvalue specifies how many times the piece of media content has beenshared before being viewed by a specified viewer; and sorting viewerscorresponding to a specified generation into time intervals based on thetime value included in the link shared by each viewer.
 2. The method ofclaim 1, wherein the time value includes a time, a date, or both.
 3. Themethod of claim 1, wherein each time interval represents a distinctrange of time values.
 4. The method of claim 1, further comprising:tagging the URL directed to the piece of media content with one or moreUrchin Traffic Monitor (UTM) codes.
 5. The method of claim 1, furthercomprising: generating a count of viewers within each time interval; andanalyzing viewing characteristics of viewers within each time interval.6. The method of claim 5, wherein the viewing characteristics includeprofit generated, total shares, additional viewers generated, or somecombination thereof.
 7. The method of claim 1, wherein the link isreadily shareable by text message, email, social media, or somecombination thereof.
 8. A system for determining advertising campaigneffectiveness, the system comprising: a processor operable to executeinstructions stored in a memory; and the memory, which includes alibrary of digital media content and specific instructions regarding howto determine effectiveness of an advertising campaign for a particularpiece of content, wherein the specific instructions are configured to:allow an initial viewer to access the particular piece of content;enable the initial viewer to share the particular piece of content bydistributing a link to at least one potential viewer; determine that theinitial viewer elected to share the particular piece of content; createa time tracking code that allows sharing activities involving theparticular piece of content to be examined, wherein the time trackingcode includes a time value and a generation value; append the timetracking code to a Uniform Resource Locator (URL) embedded within ashareable link to the particular piece of content; set the time value ofthe time tracking code so that the time value represents a time at whichthe initial viewer shared the particular piece of content; and sortviewers of the particular piece of content into generations based on thegeneration value included in the shareable link used by each viewer toaccess the particular piece of content, wherein the generation valuespecifies how many times the particular piece of content has been sharedbefore being viewed by a specified viewer.
 9. The system of claim 8,wherein the initial viewer accesses the particular piece of contentthrough an advertisement of the advertising campaign.
 10. The system ofclaim 8, wherein the initial viewer is one of a plurality of initialviewers who access the particular piece of content through one or moreadvertisements of the advertising campaign.
 11. The system of claim 10,wherein the at least one potential viewer is one of a plurality ofviewers, each of whom receive the shareable link to the particular pieceof content from one of the plurality of initial viewers.
 12. The systemof claim 11, wherein each shareable link includes the time tracking codeand the time value corresponding to whichever of the plurality ofinitial viewers shared the link.
 13. The system of claim 12, wherein thespecific instructions are further configured to: sort viewerscorresponding to a specified generation into groups, wherein the timevalue of the time tracking code within the shareable link received byeach of the plurality of viewers is used to determine an appropriategroup.
 14. The system of claim 13, wherein each group represents adistinct timeframe during which the advertising campaign is conducted.15. The system of claim 14, wherein the specific instructions arefurther configured to: perform statistical analytics on one or more ofthe groups to determine effectiveness of the advertising campaign.
 16. Acomputer-implemented method, each step performed by a processor of acomputing device, comprising: allowing a first viewer to access a pieceof digital content; enabling the first viewer to share the piece ofdigital content by distributing a first link to a second viewer;determining that the first viewer elected to share the piece of digitalcontent; creating a time tracking code that includes a time value and ageneration value; appending the time tracking code to a first UniformResource Locator (URL) embedded within the first link to the piece ofdigital content; setting the time value of the time tracking code to afirst time that represents a time at which the first viewer shared thepiece of digital content with the second viewer; setting the generationvalue of the time tracking code to a first value that represents howmany times the piece of digital content has been shared before beingviewed by the second viewer; causing the first link to be transmitted tothe second viewer; enabling the second viewer to share the piece ofdigital content by distributing a second link to a third viewer;determining that the second viewer elected to share the piece of digitalcontent; appending the time tracking code to a second URL embeddedwithin the second link to the piece of digital content; setting the timevalue of the time tracking code to a second time that represents a timeat which the second viewer shared the piece of digital content with thethird viewer; setting the generation value of the time tracking code toa second value that represents how many times the piece of digitalcontent has been shared before being viewed by the third viewer; andsorting viewers of the piece of digital content into generations basedon the generation value included in the link used by each viewer toaccess the piece of digital content.
 17. The computer-implemented methodof claim 16, wherein the first link to the piece of digital content isreadily shareable by email, text message, social media, or somecombination thereof.
 18. The computer-implemented method of claim 16,wherein the first URL and the second URL include a unique identifierthat allows the second viewer and the third viewer to be associated withthe first viewer.
 19. The computer-implemented method of claim 16,wherein setting the time value to the second time allows the thirdviewer to be associated with the second viewer.